Search Engine Marketing - Assignment

Digital Portfolio

Table of Contents
Assessment 1: DIGITAL MEDIA AUDIT......................................................................................4
1. Introduction........................................................................................................................4
2. Digital Audit.......................................................................................................................4
3. Target audience analysis...................................................................................................10
RECOMMENDATION.................................................................................................................12
REFERENCES..............................................................................................................................13
Assessment 2..................................................................................................................................14
2. Provide a recommendation to the client as to why they should have a search engine marketing
strategy...........................................................................................................................................14
1. Introduction......................................................................................................................14
2. Recommendation that Contiki should have search engine marketing strategy................14
REFRENCES.................................................................................................................................18
Assignment 3 - Community Management Portfolio......................................................................19
1.0 Introduction....................................................................................................................19
2.0 Social Media Strategy.....................................................................................................19
2.1 Social Media Table....................................................................................................20
2.2 Content Pillars ..........................................................................................................21
3.0 Campaign Calendar........................................................................................................22
4.0 Content Creation......................................................................................................................23
4.1 Facebook....................................................................................................................23
4.2 Instagram...................................................................................................................23
4.3 YouTube....................................................................................................................24
REFERENCES..............................................................................................................................27

Assessment 1: DIGITAL MEDIA
AUDIT
1. Introduction
In modern time, business organisations has kept their focus upon performing online
promotions as it could be considered as the best and cheapest approach of marketing both brands
and products or services offered by the them (Mandal and Joshi, 2017). Here, it has became
essential for companies to perform the digital audit that aid in building a much more strong
customized report design for the company. It also helps in leveraging the brand considering
digital strategies to meet all the goals and requirements of company (Saura, Palos-Sánchez and
Cerdá Suárez, 2017). In present report, firm which has been chosen i.e. Contiki Travel that was
found in the year of 1962 which delivers services like creation of coach trips for 18- to 35-year-
olds.
2. Digital Audit
Client: Date:
CriteriaObservations, comments and
analysis
Rating 1 to 10*
Digital
strategy
(please
articulate)
Organisation i.e. Contiki capturing millennial travellers with user-
generated content posted among different social media. Digital
strategy of Contiki is that, it uses the content which its clients
(millennials) has uploaded on social media like photos, videos they
have made or captured while travelling. The content, which Contiki
uses basically gets collected from different channels like Instagram,
Facebook, YouTube and so on (Patrut, Patrut and Cmeciu, 2013).
After analysis, it is found that on Instagram, Contiki Travels has
306,000 and its official page consists of approximately 838,000
posts. On the other side, considering the business goals of Contiki,
8 out of 10.
4

the travel agency is carrying a mission of bringing young travellers
together to experience the world. In present context, the digital
strategy that Contiki has utilised i.e. user-generated content is
continuously. If it is talked about this type of strategy a company
(in travel and tourism industry) uses the content for marketing
themselves, which is being posted by clients on different social
media tools like Facebook, Instagram and so on. This is because, in
present time individuals (clients) carrying the urge of experiencing
the places that are filled with adventure and joyousness
(Hjelmstedt, 2016). Posting different posts that are done by
Contiki's client of places that they have visited helping them to
show all the services that are being offered by them. On the other
side, it can also be said that digital platforms that Contiki has used
for promoting its services and themselves are, mostly famous in all
over the world like Facebook, Instagram, Twitter, LinkedIn. These
actions help company in attaining different goals and objectives
like enhancing the sales of services by 5%. (CONTIKI DEALS,
2019). This can be done through posting a particular advertisement
of unique services or value added services that company is offering
to targeted millennials. Rating which has been given to the digital
strategy used by Contiki is 8 out of 10 and the reason behind this is
that, using user-generated content helps clients in believing on
services and packages offered by company (Littlejohn, Beetham
and McGill, 2012). Another reason behind using this strategy is
millennials majorly use social sites to stay connected with others,
travelling pictures of any individual and more develops urge in
them to travel the world (Connecting young travellers to
EXPERIENCE THE WORLD, 2019).
Strategica
lly
consistent,
If it is talked about Contiki, then mainly organisation promote
themselves upon Online platforms. The reason behind this, is that it
helps them in grabbing the attention of clients from all over the
9 out of 10.
5

company-
created
brand
messages
world, where they can target a high number of travellers
(millennials). Considering the information given in Roy Morgan's
report it can be said that the total WC i.e. weighted count is 9168
newspaper readers and the WC of general activities online in the
last 4 weeks is 11470 (Travel and Tourism, 2019). This is why
Contiki has taken into consideration the online approach rather then
choosing offline promotional activities. Considering the official
page of Instagram of Contiki, where consistently communication
among followers and the management of Contiki, where messaging
related to different packages and more takes place (Tuten and
Solomon, 2017). On the other hand, if it is talked about Contiki,
then it can easily be said that organisation on a regular basis posts
photos, videos and offers among different social media platforms
like Facebook, Snapchat, Facebook and so on. Here, the reason
behind giving the rating to 9 out of 10 is that Contiki is having an
effective communicating approach for its clients. Through this,
maximum benefits could easily be gained in right on time by
business company (Park, 2012).
Digital
tools and
social
media
used by
the
company
Instagram with 306k followers
(https://www.instagram.com/contiki/?hl=en), Facebook with 850K
(https://www.facebook.com/Contiki/), Twitter with 31,500
followers (https://twitter.com/contiki?lang=en) and more are said to
be some of successful social media tools that Contiki uses in order
to improve the customer base of the company. Along side this, in
present time organisation is using both official website, Instagram
are the two major online platforms that are being utilised by
Contiki on a regular basis. Since, the world has modernised itself, it
can easily be said that the decisions that, Contiki has made to take
in use of digital marketing rather than going for traditional
marketing due to it is cheap in nature and could help Contiki in
targeting millennials from all over the world, which is not possible
8 out of 10
6

within traditional marketing without heavy investments (Rowland,
2014).
Examples
of content
shared
If it is talked about Contiki, organisation has majorly utilised
photos on digital media tools like Instagram and so on. In present
context, Instagram has been taken into consideration that will help
in looking into different aspects like targeting the audience and
more.
With the help of above mentioned picture, it can easily be said that
Contiki is targeting the millennials that are looking forward to visit
France, through taking into consideration of existing client who has
visited the country with the help of their services.
7 out of 10.
7

With the help of above mentioned photo, it can easily be said on
Instagram post of Contiki, company was looking forward to grab
the attention of individuals that are recently planning to visit
Boston.
8

Considering the above picture, the joy which individual had after
visiting Albuquerque, New Mexico, where many positive
comments came in front, and developed interests of people to visit
Albuquerque (Jackson, 2013). Here, promotion of both country and
of services offered by company can directly be seen.
Strategic
user
engageme
nt
Considering the digital activity, which was developed and taken
into consideration it can easily be said that Contiki has enhanced
the profit margins, focusing upon feeds that are being offered by
clients of Contiki in specified time frame. On the other side, the
target audience in present context are Millennials that has helped
business organisation in reaching to new heights due to services
offered by them, were much more unique in nature.
8 out of 10.
9

Along with this, all the questions that Contiki has asked from client
over internet (Social Media) has helped them in getting various
suggestions from their customers. Along with this, the rating in
present context is given was 8 out of 10 and here, reason was that
Contiki has started taking into consideration of feedbacks, that
were being given by customers. With the help of this, they made
appropriate changes as per the needs and requirements in their
holiday packages and more.
3. Target audience analysis
For a business organisation like Contiki, target audience analysis can be considered as
one of the crucial tool that plays vital most part, when it comes to improving the customer base.
Through this, maximum benefits can easily be gained by a travel and tourism agency. In other
words, audience analysis is the research of demographics, language, location, preferences,
interests, and other metrics within a group (Kenney, 2019). It is then said to be a crucial element,
which is useful and actionable consumer insights for a brand in the form of buyer personas.
These are semi-fictionalized profiles that are built from the target audience analysis. In terms of
Contiki, organisation has targeted the millennials that consists with age in between 18 to 35. the
reason behind this can clearly be seen on the analysis done by Roy Morgan (October, 2011 –
September, 2016). where the total WC was 50634 and the WC with the age from 45 Intend to
Travel N12M was approximately to 4689 (Creedon, 2014).
10

Along with this, as Contiki is utilising internet as the sources to promote themselves in all
over the world, it has utilised the information which was given in the report of Roy Morgan
(Lobstein and et.al., 2017). Basically, the data which was presented by Roy has stated that, 5734
WC in total amount of individuals where millennials are also coming into the Heavy internet
users. On the other side, there were only 1890 people WC was being found onto the report that
came in the category of individual who were aged 45+ (Cross-platform audience of Australian
newspapers up 2.4% in a year, 2018). This was the reason behind Contiki has used this strategy
in order to grab a good position within the market for a longer period of time. Along side this,
another reason why this number of people use this website- content created is that millennials are
attracted through good pictures of the places. It has been analysed that, Millennials has the trend
of desiring good pictures for their online accounts, this is why the number is high within this
category (Jung and et. al., 2017). Away with this, it has also been analysed that content pasted by
individuals on social media could help for others as real motivation for them wanting to use the
services provided by Contiki as evident good pictures can be seen on the firm’s online account
(Witschge and et.al., (Eds.). 2016). On the other hand, it has also been analysed that for a
business organisation like Contiki taking in use of Behavioural segmentation in order to target
the customers will be the best technique, that can be utilised in specified time frame. In present
context, it is being analysed that segmentation is basically playing a crucial role for Contiki as
there are a range of segmentations like geographic, demographic, psycho-graphic, and
behavioural. The reason behind this was the interest of millennials to whom Contiki has directly
targeted. The chosen ground was that, the individuals that were going for a vacation in a short
span, internet has developed the interest of themselves where people who has already visited a
place posted their videos and photos online. This is why Contiki has taken into consideration of
this approach.
11

Based on the analysis done by Roy Morgan, within Australia: Oct - 2011 to Sep – 2016,
it was analysed that total WC of Internet was reached to the level of 12948 and on the side,
couples with the age above 45 was at 3555. Therefore, it can easily be said that the reason behind
taking into consideration of all the information in specified frame (Halford and et.al., 2016).
RECOMMENDATION
Considering the above mentioned information, it is recommended that the Contiki should
develop their User Generated Content there are many ways to do it and there are given
underneath :
 Contiki can use User develop Content for increases the rating and views of their websites
as helps in the branding and increase the awareness among the customers.
 The Contiki should use User develop Content on their websites and blogs as reviews, as
now a days reviews are very important and taken place of word of mouth in the virtual
world. Review are written by people who have already visited that place.
 Advertisement and promotions with User Generated Content helps in increases more
clicks and visits on the sites and blogs of the organizations..
 User Generated Content system developed for management of Contiki, could effectively
encourage and influence the customer for online purchasing of their products and
services.
 The management of Contiki can also use the UGC technique for the marketing and
promotion of their product and services as User Generated Content influence and attract
the users and it is effective tool of marketing.
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 User develop Content has both negative and positive aspect, it recommended that the
company will use the positive reviews and also the negative but in the effective manner it
looks like effectiveness and positivity.
 There are various tools and platform that Contiki , travel industry can use for User
Generated Content and some of the platform are as follow Yotpo, Shortstack, Curalate,
TINT, CrowRiff, Olapic, Stackla, Pixlee, Turn To.
 The Contiki can use the User Generated Content on the social media as this creates a
unique brand image of the business organization which attracts more and more
customers and leads to increase in sales , profit maximization and wealth maximization.
13

REFERENCES
Books and Journals
Creedon, P. (2014). Women, social media, and sport: Global digital communication weaves a
web. Television & New Media. 15(8). 711-716.
Halford, J. J. & et.al., (2016). American clinical neurophysiology society guideline 4: recording
clinical EEG on digital media. The Neurodiagnostic Journal. 56(4). 261-265.'
Jackson, R. A. (2013). Audit in a digital business world: big data, cloud, mobile, and social
media technologies are transforming the business environment--as well as the risks.
Internal Auditor. 70(4). 36-42.
Kenney, E. (2019). King Arthur Flour Social Media Audit.
Littlejohn, A., Beetham, H., & McGill, L. (2012). Learning at the digital frontier: a review of
digital literacies in theory and practice. Journal of computer assisted learning. 28(6).
547-556.
Lobstein, T. & et.al., (2017). The commercial use of digital media to market alcohol products: a
narrative review. Addiction. 112. 21-27.
Mandal, P., & Joshi, N. (2017). Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management. 5(6).
Park, S. (2012). Dimensions of digital media literacy and the relationship with social exclusion.
Media International Australia.142(1). 87-100.
Patrut, B., Patrut, M., & Cmeciu, C. (2013). Social Media and the New Academic Environment:
Pedagogical Challenges. IGI Global. 701 East Chocolate Avenue Suite 200, Hershey,
PA 17033.
Rowland, R. (2014). U.S. Patent No. 8,645,987. Washington, DC: U.S. Patent and Trademark
Office.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Witschge, T. & et.al., (Eds.). (2016). The SAGE handbook of digital journalism. Sage.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet. 9(4). 76.
Hjelmstedt, M. (2016). U.S. Patent No. 9,369,767. Washington, DC: U.S. Patent and Trademark
Office
Jung, S. G. & et. al., (2017, May). Persona generation from aggregated social media data. In
Proceedings of the 2017 CHI conference extended abstracts on human factors in
computing systems (pp. 1748-1755). ACM.
Online
CONTIKI DEALS. 2019. [Online]. Available through: <https://www.contiki.com/ap/en/deals>.
Connecting young travelers to
EXPERIENCE THE WORLD. 2019. [Online]. Available through:
<https://www.contiki.com/ap/en>.
Travel and Tourism. 2019. [Online]. Available through:
<http://www.roymorgan.com/industries/travel-tourism>.
Cross-platform audience of Australian newspapers up 2.4% in a year, 2018.[Online].Available
through:<http://www.roymorgan.com/findings/7808-australian-newspaper-print-
readership-and-cross-platform-audiences-september-2018-201811080636>
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15

Assessment 2
2. Provide a recommendation to the client as to why they should have a search
engine marketing strategy
1. Introduction
Search engine marketing strategy can be defined as getting in front of customers at the
very moment they are searching for different range of products on various websites like Google,
Yahoo or any other search engines (Cezar and Ögüt, 2016). In present context, it is being
analysed that spending a good amount of money among building an effective search engine
marketing strategy, a company could easily gain full advantage or outshine it's competition. In
present area of this report, there will be some recommendations that are going to be made for
Contiki that will lead organisation to improve the overall performance level among present
competitive business environment.
2. Recommendation that Contiki should have search engine marketing strategy
This recommendation is given for Contiki which is an travel corporation that operate
tours in Europe, Australia, New Zealand, North America, South America, Africa, Asia and
Middle East. Respective organisation was founded in 1962 for creating coach trips for 18 to 35
year old which include mixture of several things such as sightseeing, culture, free time,
adventure as well as socialising. Founder of company was Chris “Clawrence” lawrence and its
headquarter is at Anaheim, California, United States. For Contiki Travel it has been suggested
that, they have to use search engine marketing strategy. Because it will help them in coming at
first number when customer search for any product as well as services related to travelling (Shih,
Chen and Chen, 2013).
Search engine marketing strategy is that which assist an organisation in enhancing their
organisational visibility in search engine such as google. If an business firm make their website
and add pages doesn't mean that, they will appear in search result when an individual searching
for their products and services (Broekemier, Chau and Seshadri, 2015). In addition to this,
company have to optimize their site to rank well as well as keep up with search trend for
ensuring that targeted customer will find detail about their firm before competitors. Every
organisation who have their website can use search engine marketing strategy for attracting more
and more people as well as to create brand awareness. Within respective strategy industry, size
16

of business, the niche and so on don't matters as anyone can use search engine marketing
(Berman and Katona, 2013).
Contiki Travel have to use search engine marketing strategy because it will help them in
gaining visibility on search engine at the time when user search for organisational offerings.
Respective organisation have to use this strategy because number of customers are increasing as
well as their online shopping habit also within this search engine market play important role for
Contiki Travel for increasing their business firm reach (Kumar and et. al., 2016). Thus, it has
been recommended to respective travel organisation that for marketing purpose they have to use
search engine marketing strategy as it is more effective tool of marketing in the time when
digital technology playing crucial rule. As it is an digital marketing tool which help Contiki
travel company in making their search visibility more easy that result in grabbing more
customers from market area in effectual manner. If customer want to search about travel
packages, facilities related to travelling and several other then name of respective business firm
will directly reflect before their competitors (Chaffey and Bosomworth, 2012).
Their is proper way of using search engine marketing (How to Use Search Engine
Marketing, 2019). As, it is not easy for every organisation to gain high ranking on search result
because it require solid efforts within both categories i.e., organic search (SEO) as well as paid
search (SEM). Thus, it has been recommended for Contiki Travel business firm that they have to
utilise these both efforts for becoming successful at search engine marketing. Explanation of
these efforts are mention below :-
 Organic search (SEO) :- When an individual enter any keyword as well as phase in the
search engine such as yahoo! Or google result of that will display within the main body
of page. Moreover, prospect customer search information related to product and services
of Contiki Travel they want to be at high rank within search engine outcomes. Through
optimizing site of business firm ranking can be improve for crucial search term as well as
phrases. Apart from this respective travel company can improve their ranking through
linking other important sites with their (Panda, 2013).
 Paid Search (SEM) :- This will enables Contiki travel in purchasing listings within the
sponsored area of search engine (Bilgihan, Kandampully and Zhang, 2016). Moreover,
there are several paid search programs out of these most common is called pay-per-click
17

(PPC) which simply mean organisation will only pay for a listing when customer click on
the place advertisement.
Thus, Contiki Travel company have to make these efforts for doing their marketing as
well as grabbing attention of customers more and more. Along with this, below mention is
recommendation related to utilisation of search engine marketing (How to Use Search Engine
Marketing, 2019). Because its implementation result in taking customers attention which help in
making money explanation of these are as follows :- Create search strategy – Before selecting any type of strategy it is important for Contiki
travel company to keep their short as well as long term goals in mind (Kesting and
Günzel-Jensen, 2015). Then they have to select that which type of search marketing
strategy they will select i.e., paid and organic search. Respective travel company have to
search paid search marketing strategy because it will help them in grabbing customer
attention. But it should be ensure by organisation that they have to consider amount of
customer required for search, budget as well as marketing objectives. Generate a list of keywords – Before optimizing site as well as launching paid campaign
there is requirement of generating keyword list by Contiki Travel. Such as company can
search their competitors as well see their keywords for making their better. Along with
this, they have to utilise online tools for generating list as well as estimating traffic on
their search engine. These key are important before it will provide assistance to
respective travel business firm in making better search engine marketing strategy (Moran
and Hunt, 2014). Optimize your website – Now in this step company have to modify their website by
writing content through using selected keywords as well they have to ensure that content
should be in well organised manner. Along with this, they have to ensure that such
technology have to be eliminated which prevent search engine reading content of
company (Kumar and Dass, 2016). For instance, graphs are not read by search engine as
well as any flash content also. Generate inbound links - This time is to ensure that site of company must be linked with
their values, goals and objectives because search engine will online rank high when site is
linked with business firm (Bezovski, 2015). In addition to this, as rank of site is higher
18

which linked with Contiki travel business firm as more ranking will be count for search
engine marketing. Implement additional internet campaigns – It is important for Contiki Travel company
to implement additional internet campaigns for improving their search results such as
using social media, include blog on their website. Along with this, they have to create
RSS feeds for distributing updated content from their site to others. Moreover, Contiki
Travel company have to utilise distributing search optimized press releases within their
web. Such practices will result in more attractive search engine marketing as well as help
in garbing attention of people on research engines.
 Start testing paid search – This is last step in which Contiki Travel company have to test
paid search which they will use. There are several steps included within respective testing
such as Develop targeted landing pages for each campaign, write advertisement, create
account through search network which is crucial for business users like google. Along
with this, set up campaign with network and in the end start tracking results (Clarke and
Clarke, 2014).
Thus, above mention steps will help Contiki Travel company in making better strategy of
their search engine marketing. Along with this, it also help organisation in grabbing attention of
customers which result in making money (Hair Jr and et. al., 2015). Apart from this, respective
travel company invest their money on search engine marketing strategy which is valuable for
them. Because with the assistance of this, business firm will gain advantage of getting their name
first on search engine before competitors. It will not only help in gaining advantage of customer
traffic there are some more such as increasing level of customers as well as generating more
revenue. Thus, investment of such marketing strategy will be beneficial for Contiki travel
company.
19

REFRENCES
Books and Journal
Berman, R., & Katona, Z. (2013). The role of search engine optimization in search marketing.
Marketing Science. 32(4). 644-651.
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). 102-119.
Broekemier, G., Chau, N. N., & Seshadri, S. (2015). Social media practices among small
business-to-business enterprises. Small Business Institute Journal. 11(1).
Cezar, A., & Ögüt, H. (2016). Analyzing conversion rates in online hotel booking: The role of
customer reviews, recommendations and rank order in search listings. International
Journal of Contemporary Hospitality Management. 28(2). 286-304.
Chaffey, D., & Bosomworth, D. (2012). Digital Marketing: Strategy. Implementation and.
Clarke, T. B., & Clarke, I. (2014). A competitive and experiential assignment in search engine
optimization strategy. Marketing Education Review. 24(1). 25-30.
Hair Jr, J. F. & et.al., (2015). Essentials of business research methods. Routledge.
Kesting, P., & Günzel-Jensen, F. (2015). SMEs and new ventures need business model
sophistication. Business Horizons. 58(3). 285-293.
Kumar, V. & et. al., (2016). Research framework, strategies, and applications of intelligent agent
technologies (IATs) in marketing. Journal of the Academy of Marketing Science. 44(1).
24-45.
Kumar, V. & et.al., (2016). Research framework, strategies, and applications of intelligent agent
technologies (IATs) in marketing. Journal of the Academy of Marketing Science. 44(1).
24-45.
Moran, M., & Hunt, B. (2014). Search engine marketing, Inc.: Driving search traffic to your
company's website. IBM Press.
Panda, T. K. (2013). Search engine marketing: Does the knowledge discovery process help
Online retailers?. IUP Journal of Knowledge Management.11(3). 56.
Shih, B. Y., Chen, C. Y., & Chen, Z. S. (2013). Retracted: an empirical study of an internet
marketing strategy for search engine optimization. Human Factors and Ergonomics in
Manufacturing & Service Industries. 23(6). 528-540.
Bezovski, Z. (2015). Inbound Marketing-a new concept in digital business.
Online
How to Use Search Engine Marketing. 2019. [Online]. Available
through<http://www.marketingmo.com/campaigns-execution/how-to-use-search-
engine-marketing/>.
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Assignment 3 - Community Management Portfolio
1.0 Introduction
Contiki, a New Zealand's famous travel and tourism business organisation is performing
business in a country, which is offering customers with different holiday packages. Since the
company is performing within the uncertain business environment (Bubeck & et. al., 2017).
While gaining market share in hospitality sectors it is necessary for managers to plan strategies
for their target consumer who are going to consume the facilities provided by company. For
instance various health and safety rules should be implemented in their regulation policies while
giving services to tourist who will be visiting their hotels. As per current scenarios terrorism
factors are adversely affecting tourism industries all over the world, due to conflicts between
countries at international level which directly benefits terrorist for gaining advantage in seeking
attention of all countries taking in considerations safety of citizen of their country (Brown and et.
al., 2016).
Henceforth most of tourist are very cautious about their safety while travelling in other
nations. The sample frame of Contiki company is the young populations who are aged between
18-24 years who have inculcated a sense of excitement in themselves for visiting new place
located in other nations across the globe. The company is focusing on interested tourists through
use of social media who wanted to get employment with satisfactory salary packages in their
organisation. The Contiki hotel are using social media while campaigning their goods and
services in promotional marketing activities which help in seeking attention of potential buyers
through the use of effective interactions and gaining market share of company (Ziakas, 2013).
2.0 Social Media Strategy
Contiki develop its social media strategy for increase the demand of there products in the
market. main purpose of Contiki is achieve its goal threw brand tackle. By this strategy Contiki
organisation can improve social media profile of there products (Lima, Fernandes & Machado,
2016). Through this they also0 develop its content strategy. Main purpose of this strategy is to
reach audience by social network and create a target marke5t which is depend or habitual of its
products. Contiki is a traveller company. It is deal8ing with tour and travels. There are some
strategy which Contiki used to develop social media strategy and those are as following.
Through creating a brand value of Contiki, they can develop there social media strategy. It is
21

necessary for the customers to know more about the organisation and there are many ways that
can used for the development. Contiki should also focused on the relationship of the customers
with the products. They are loyal for brand or not. This is also an important factor which play an
important role. Awareness of the product, organisation and effects of that is also commissary for
there customers (Young and Conboy, 2013).
Contiki choose a target market. They are targeting a particular age group between 21 to
39 age. because they are mostly uses travels agencies. These are only who develop the demand in
an effective manner. These customers are aware with new brands and they choose there products
according g to the social media or trans. It is depends on many things like status simple, comfort,
brand loyalty and many other things. According to the Contiki organisation they uses advertising
platform for aware more people (Bulkley & Henig, 2015). It is knows that social sides are uses
by everyone in this generation. Social sides are like Facebook, Instagram, twitter, Pinterest,
LinkedIn and snap-chat. Through these social sides Contiki can attract more customers which is
helpful for aware people with product. It also helps to provide importation about offers,
discounts and how they c an use it. These social sides are working on international level which h
is good for a global business. I9t is the only way to extend business and earn more profit. Social
site advertisements is developed for Contiki organisation, because by this they can earn more
profit which is beneficial for its success. Facebook is mostly uses by customers. all age groups
people use Facebook./ approx. 2 billion people are using Facebook. YouTube, Instagram,
WhatsApp are also use but the user of the Facebook are more then other social sides. Facebook
lead at generation when it was comes in e-commerce. If organisation uses other apps like
WhatsApp, Instagram, you-tube, these are more costly than the Facebook. Through the creation
of a page on Facebook they can directly sale3 there product with a good feedback. Contiki
company is used this strategy for develop the demand in the market .
2.1 Social Media Table
Platform Metric to revenue
success
Justification Frequency Posting time
Facebook Facebook analytics,
consumer engagement
(likes, share,
Facebook is
largest social
sides which is
Few posts update
in week so not
overcomer the
Wednesday to
Thursday being a
week, share
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comments) used by approx 2
billion users.
It is easy
management of
analysis.
page. constant.
Instagram Instagram strategies,
consumer engagement
( likes, share and
comment)
It is more in
demand and an
effective
application.
directly
connected to the
younger,
Provide different
content and
update a post
once in a week.
Making full use
of Thursday and
late week of
social media.
YouTube YouTube metrics
customer engagement
(likes and views)
Build trust of
customers
more interacting
than other social
sides.
Weekly uses and
creative things
must uploaded on
it,
successful,
intertwining and
knowledgable
things uploaded
it.
Saturday is peck
of social media.
2.2 Content Pillars
Content Pillar 1 – Inspire to Travel (Social)
Using user based content approach, it can easily be said that Contiki has been one of the
fun loving business organisation which is performing its services in the travel and tourism
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business sector (Klingebiel and Rammer, 2014). Here, what Contiki has done is that organisation
rather than showing what they are offering to customers, they the post number of pictures of their
own clients who has already visited different places in the package offered by them.
Content Pillar 2 – Peace of Mind Posts (Social)
This is been considered as the second pillar, which led business organisation that is
Contiki, to bring peace of mind among targeted millennials (Suresh, 2018). The Pillar will
engage with consumers and get them to think about their upcoming holiday and how peace of
mind can be achieved through the use of different services offered by Contiki.
Content Pillar 3 – Contiki Range of Options (Sell)
This is been considered as the last pillar for Contiki, as it is the array of cover options for
travellers and the target audience. This content will be used to sell and promote Contiki and will
be used sparingly throughout the social media platforms. This is due to consumers not
responding well to a straight sell (Killen and et. al., 2012).
3.0 Campaign Calendar
If it is talked about Contiki, the campaign calendar will be used as a large bulk of content
being shared happens towards the end of the weeks because views tend to increase Thursdays,
peak on Saturday, and begin tapering off on the Sunday. On Monday to Tuesday being days to
compile, analyse and prepare new content. From research into search trends the chosen month
will be June, where a steady interest into travel insurance searching builds (Too and Weaver,
2014).
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4.0 Content Creation
4.1 Facebook
Contiki, famous travel and tourism company is looking forward for enhancing the
productivity and increasing the customer base. This can be done through various social ,media
strategy. Contiki is using the famous platform for marketing, promotion and targeting the
customer base, famous platform are Facebook, Instagram, YouTube.
As Facebook is a famous platform of social media which connects the people all over the
world. In this consumer, user or the traveller post the images, pictures to share their views among
the audience and the viewers. Traveller sharing his experience and pictures of the visited places,
he is indirectly promoting and marketing that place among the audience. The place is promoted
by it as user or viewer likes and share them. This sharing and posting is enjoyable by each and
everyone as the get to know traveller experience, travel agency and knowledge about that place.
The Facebook post attracts the user attraction and creates the virtual relationship. The Contiki is
using this for the promotion as this is a big platform where billion of user are active on it by
which company create more awareness of its presence. As Facebook also increase Contiki sales
and the customer base will helpful for the company (Bubeck and et. al., 2017).
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4.2 Instagram
Instagram is second famous social media tool used by the Contiki for the promotion of its
products and services. Instagram is a platform where pictures and videos are shared. In this user
has to explore and send the request to that person to follow his and he also can follow him back
as this is a way on Instagram to connect with new people (Stark, 2015). Mostly tourist and user
explore new places and share experience and also post their pictures and videos on their social
media accounts for like and comments. By Instagram people are linked together for sharing their
views and experiences with their followers. As Contiki can post new exciting offers for the
customer which influence and attracts the customer and leads to increase in sale and profit
maximization. This platform also give the business page by company can also promote and
create its unique brand identity that will increase its goodwill and reputation.
4.3 YouTube
YouTube is third famous social media tool used by the travel company Contiki for its
branding and promotions. As YouTube is social media platform where user can post the videos
by social media accounts that increases number of subscribers of the account and viewers of the
videos for its promotion's. Now a day YouTube is most frequently used by the users, as its user
is increasing day by day. So this is very innovative and effective tool for marketing and
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promotion of the company. Contiki is using this for their branding of products and services they
are providing. Contiki can share some attractive short videos and reviews videos on their account
to attract audience and users also they can use in between advertisement short videos and pop up
advertisement for more and more rating and views.
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REFERENCES
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